Tess Jeffers

Tess Jeffers is the Director of Newsroom Data and AI at The Wall Street Journal.

What's on your mind lately?

I keep coming back to Ezra Eeman’s LinkedIn post from a few months ago, where he laid out the unique value proposition that journalism offers—value that AI can’t replicate.

This framework has been a useful guide in our newsroom as we think about how our journalism needs to evolve in a genAI world. It’s also shaped our conversations with tech and product teams about what not to build—since some audience needs can already be met faster, better, and more seamlessly by AI.

What do you wish you had known a year ago?

Around this time last year, my role expanded from editorial data science & analytics to also leading newsroom’s AI initiatives. I wish I had known just how much this role would feel like changing the engine while flying the plane.

We’ve spent a lot of the time working with our tech and product teams to find ways to experiment with AI in lightweight, low-investment ways. They need to keep the business running and deliver on day-to-day priorities, while also carving out space to test, learn, and explore what we should be building for the next 3-5 years.

Audience expectations are already starting to change, and we need to learn about those quickly and start building for the future where audiences need more direct, community oriented and trusted journalism.

What's a good/funny/great website?

Not a website and still media – but I’m a big fan of this print-first publication called County Highway. They have a site, but the real experience is the massive, beautifully designed broadsheet newspaper. It feels like such a luxury to disconnect, slow down and deeply engage.

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